Great article. Enjoyed very much. The only issue I would have is with the emphasis on Apple Pay vs iPay etc. It was noticeable that Apple moved away from 'i" as a company which is pretty huge. It's an Apple Watch not an iWatch. So I don't think naming it ApplePay or AppleWallet is something strategic they did as it relates to payments and how they view the space. It seems more to fall under some large decision they made to do away with 'i" and move to Apple.